marketing like a quant [inbound 2014]
DESCRIPTION
Doing marketing in today's world means that you need to be thinking about data when making marketing decisions or you'll end up wasting time and money. But you probably don't have a math and statistics degree. When you are executing your marketing like a quant you will always know what's happening and what to do next with your efforts. You'll learn how to grow your inbound marketing using analysis, across the full lifecycle of all your initiatives.TRANSCRIPT
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Marketing Like a Quant
Hiten Shah
Crazy Egg & KISSmetrics
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What gets measured, gets managed.
Peter Drucker
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What Marketing Felt Like
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Data is Everywhere!
Each tool a marketer uses creates even more data to view, understand and analyze.
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The Opportunity
To make sense of all this marketing data so you can take action.
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1788
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The General Store
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Data about customers existed in people’s brains.
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1962
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It's not called the wheel, it's called the carousel.
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It let’s us travel the way a child travels…
Don Draper
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Data about customers came from panels and focus groups.
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20542002
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Hello Mr. Yakamoto, and welcome back to the Gap.
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How did those tank tops work out for you?
Minority Report
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Data about customers is stored and acted on by machines.
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Today.
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Amazon
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Audible
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Uber
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Provide customers what they want right when it’s needed.
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Big companies have the resources to throw money, machines and people at the opportunity…
What can you do?
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1 Identify your marketing opportunities
2 Find the why behind your data
3 Experiment like a scientist
3 Ways To Get Insights From Your Data
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Visits to KISSmetrics.com
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Signups from KISSmetrics.com
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Even when our traffic dipped we were able to get more signups.
How did we do it?
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Conversion Rate of KISSmetrics.com
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It’s Simple!
Buy Low.Sell High.
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Sources With Low Traffic And High Conversions
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Low Traffic, High Conversions
Figure out how to get more traffic from those sources.
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Sources With High Traffic And Low Conversions
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High Traffic, Low Conversions
Improve your conversions by A/B testing.
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Sources With Low Traffic And Low Conversions
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Low Traffic, Low Conversions
Investigate to see if it’s possible to get more traffic from those sources.
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Sources With High Traffic And High Conversions
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Sources With High Traffic And High Conversions
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Sources With High Traffic And High Conversions
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1 Identify your marketing opportunities
2 Find the why behind your data
3 Experiment like a scientist
3 Ways To Get Insights From Your Data
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Find the problems
Why are customers not doing the things you want them to be doing?
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Why do people cancel?
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Use Qualaroo.com to ask website visitors questions
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Why don’t people convert on landing pages?
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What’s preventing people from signing up?
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1 Identify your marketing opportunities
2 Find the why behind your data
3 Experiment like a scientist
3 Ways To Get Insights From Your Data
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There’s internal debate
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Everyone has their opinion
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You just want to do the right thing
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Eventually somebody says…
Let’s just test it.
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1 Start with data
2 Make an educated guess
3 Run an experiment
4 Measure your results
5 Decide what’s next
Experiment like a scientist
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Find the quickest way to get data
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Create small experiments
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Test emails by sending to small groups first
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Find out what’s already worked for you and others
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Test blog post ideas using social media
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Today.We can all do better
than we did yesterday.